1.
Keep Your Eyes on the Prize
Why Context Matters More Than Ever
Bob Canaway
VP Marketing, Ektron
David Aponovich
Sr. Analyst, Forrester

2.
Keep Your Eyes on the Prize!
Why Context Matters More Than Ever
David Aponovich, Senior Analyst
Forrester Research
Latest trends & strategies in using
context to drive engagement
Bob Canaway, VP of Marketing
Ektron
Best practices, tools & techniques to
optimize conversion

3.
HOUSEKEEPING
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• Submit your text question
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• Note: A recording will be
made available

4.
Making Leaders Successful
Every Day

5.
Welcome to the Age of the Customer
© 2013 Forrester Research, Inc. Reproduction Prohibited
5

6.
“ But I just built my new website
three years ago. Why should I
care about personalization and
contextualization now?
© 2013 Forrester Research, Inc. Reproduction Prohibited

7.
The goal: Deliver interactions that cater
to a person’s specific needs – without
having to design millions of individual
interactions

8.
Today: Digital transformation (not just WCM)
What digital leaders were demanding three years ago:
 “Replace my web content management system with a new system.”
What they’re requesting today:
 “Help me re-platform from my legacy WCM to a platform to manage
digital customer experiences and marketing.”
Result: Software vendors have shifted to support platforms for
more robust, multichannel, data-driven and PERSONAL
experiences.
* This isn’t just about apps. It’s about creating relevant digital
experiences at any and all touchpoints for customers.
Copyright 2013 Forrester Research Inc. - Confidential – For Client internal use only. Reproduction prohibited.

9.
This isn’t just about apps. Or
websites. Or mobile.
It’s about being relevant to your
customers.
© 2013 Forrester Research, Inc. Reproduction Prohibited

10.
Net result: Targeted, Personalized Experiences
Forrester defines digital experience management
(DX) as:
The management and delivery of dynamic, targeted, and
consistent content, offers, products, and service interactions
across digitally enabled touchpoints.
The need for robust digital experience support is not just a
technology issue. It’s an organizational issue.
What does your organization want to do to win?

11.
WCM has turned into sexy software
› WCM has evolved from basic, IT-centric tools . . .
› . . . to smart, flexible, business-friendly systems at
the core of firms’ digital customer experiences and
online engagement strategies.
• Personalized, contextual delivery of content and experiences
• Delivers content and experiences to many channels (i.e., mobile)
• Marketing, customer support, internal employee support
• Tuned to the needs of digital experience professionals
• Global, multilingual, multi-site capabilities
• Integration with back-end business software to leverage data
Copyright 2013 Forrester Research Inc. - Reproduction prohibited.

12.
What are organizations buying?
Which of the following technology tools has your organization prioritized
in the next 24 months (2013-2014)? (Select up to three)
Analytics tools (e.g. web analytics, social…
56%
34%
30%
Web content management
Customer relationship management
24%
24%
Mobile application development tools
eCommerce platform
Testing and optimization
Social networking platforms
Personalization/recommendations engine
Campaign management software
Digital asset management
Site search
ID/authentication tools
Enterprise marketing suites
Multilingual tools (e.g. translation, localization)
Other, please specify
None of the above
18%
18%
17%
16%
12%
9%
7%
6%
4%
2%
1%
Base: 233 Digital Experience Professionals Source: March 2013, “Digital Experience Delivery Online Survey”
© 2013 Forrester Research, Inc. Reproduction Prohibited
12

13.
Inspiration for
relevant, personal, contextual
experiences comes from many
places.
© 2013 Forrester Research, Inc. Reproduction Prohibited

14.
© 2012 Forrester Research, Inc. Reproduction Prohibited

15.
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16.
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17.
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18.
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19.
Context goes far beyond
technology.
However, technology can ease the
burdens of contextualization
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19

20.
Behavior
© 2012 Forrester Research, Inc. Reproduction Prohibited

21.
Situation
© 2012 Forrester Research, Inc. Reproduction Prohibited

22.
Demographic
© 2012 Forrester Research, Inc. Reproduction Prohibited

23.
What?
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24.
con·tex·tu·al·iz·a·tion
ˈ
kän-ˈ
teks-ch(ə-w)ə-lə-ˈ
zā-shən
noun
: A tailored, adaptive, and sometimes predictive
digital customer experience.
• Contextualization combines and extends existing
segmentation and personalization techniques with inthe-moment details. This enables moredynamic, more-predictive experiences by processing
explicit and implicit user information.

25.
Who?
© 2013 Forrester Research, Inc. Reproduction Prohibited
25

26.
Source: June 6, 2011, “Competitive Strategy In The Age Of The Customer” Forrester report
© 2012 Forrester Research, Inc. Reproduction Prohibited

27.
How customers perceive their
interactions with your company

28.
Enjoyable
Easy
Meets Needs

29.
Why?
© 2013 Forrester Research, Inc. Reproduction Prohibited
29

30.
Customer experience
correlates to loyalty
 Willingness to consider
for another purchase
 Likelihood to
recommend to a friend
 Less likelihood to switch
business to a competitor

31.
When?
© 2013 Forrester Research, Inc. Reproduction Prohibited
31

32.
The US consumer owns multiple computing
devices . . .
59% own two or more PCs.
93% of tablet owners also own a laptop.
. . . and uses different computing devices for different functions.
Source: North American Technographics® Benchmark Survey, Q3 2012 (US, Canada)

33.
More devices = greater overall activity
Tablet owners use their smart phones more than the overall online population for
many activities
To locate a nearby store or to check
store hours
27%
18%
To take picture of a product to share
with friends or ask for their opinion
8%
To compare physical store prices with
online prices, when shopping in a store
9%
To find or redeem a coupon/coupon
code
9%
To read customer reviews of a product
17%
Tablet
owners
12%
16%
33%
9%
To check availability of a product in an
online store
22%
8%
To check in-store availability of a
product
7%
To learn about an in-store promotion
or event
6%
0%
10%
14%
14%
20%
30%
40%
Base: US Online Adults 18+ (Online Monthly or More) cell phone owners (multiple responses
accepted)
North American Technographics® Retail Online Survey, Q2 2012 (US)
© 2013 Forrester Research, Inc. Reproduction Prohibited
33

34.
Consumers transition across screens
Source: Google - The New Multi-screen World: Understanding Cross-platform Consumer Behavior, August 2012
© 2012 Forrester Research, Inc. Reproduction Prohibited

35.
They also use multiple screens at once
Source: Google - The New Multi-screen World: Understanding Cross-platform Consumer Behavior, August 2012
© 2012 Forrester Research, Inc. Reproduction Prohibited

36.
Where?
© 2013 Forrester Research, Inc. Reproduction Prohibited
36

37.
Customer journeys are complex
© 2012 Forrester Research, Inc. Reproduction Prohibited
Source: Adaptive Path
@sa_powers

38.
© 2012 Forrester Research, Inc. Reproduction Prohibited
@sa_powers

39.
›
“I don’t think about the devices or the platform, I
just live my life and get things done.”

40.
Silos only support part of the customer
journey.
@sa_powers

41.
You must unify the experience for your
customers.
@sa_powers

42.
How?
© 2013 Forrester Research, Inc. Reproduction Prohibited
@sa_powers
42

43.
Uber uses geolocation data for a more
contextualized experience
@sa_powers

44.
Indoor positioning enhances the
museum experience
Source: January 23, 2013, “Next In Tech: Indoor Positioning” Forrester report
© 2013 Forrester Research, Inc. Reproduction Prohibited
@sa_powers

45.
Smarter, more contextual interactions
will be critical to delivering successful
digital customer experiences.

46.
Providing contextual, cross-channel
customer experiences is an major
challenge
© 2013 Forrester Research, Inc. Reproduction Prohibited
@sa_powers
46

47.
Technology
silos
Organizational
silos
Lack of
overall, unif
ied
customer
experience
strategy
@sa_powers

48.
Remember three key takeaways as
you start on a contextualization
strategy.
© 2013 Forrester Research, Inc. Reproduction Prohibited
@sa_powers
48

49.
Many decision makers are involved
Which group is the final decision maker for applications that support digital
customer experiences? (Select the best response)
Marketing-technology
shared service group
9%
Other, please
specify
11%
IT
20%
Dedicated customer
experience group
4%
Enterprise architecture
group
5%
Individual lines of
business
12%
Corporate marketing
group
18%
Dedicated
eBusiness or
eCommerce
group
14%
Dedicated online
marketing group
7%
Base: 233 Digital Experience Professionals Source: March 2013, “Digital Experience Delivery Online Survey”
© 2013 Forrester Research, Inc. Reproduction Prohibited
@sa_powers
49

50.
“We’ve hit a wall. We’ve gone as far
as we can without involving IT.”
- CMO, consumer product goods manufacturer
© 2013 Forrester Research, Inc. Reproduction Prohibited
50

51.
Key takeaway #1: Multiple roles are
critical to
personalization, contextualization
success, so plan on working closely
with others.
© 2013 Forrester Research, Inc. Reproduction Prohibited
51

52.
Many technologies are involved
Which of the following technology tools do you play a key role in
evaluating, specifying, and/or administering? (Select all that apply)
Base: 288 Digital Experience Professionals Source: March 2013, “Digital Experience Delivery Online Survey”
© 2013 Forrester Research, Inc. Reproduction Prohibited
52

53.
Please Rate The Following Statement
Our organization prefers a best-of-breed
(vs. suite) approach for customer-facing
applications.
Strongly disagree, 2%
Disagree, 7%
Strongly Agree, 17%
Neither Agree nor
Disagree, 30%
Agree, 44%
Base: 233 Digital Experience Professionals Source: March 2013, “Digital Experience Delivery Online Survey”
© 2013 Forrester Research, Inc. Reproduction Prohibited
53

54.
Companies will need to employ a
modern application architecture
© 2013 Forrester Research, Inc. Reproduction Prohibited
54

55.
Key takeaway #2: Sourcing
technology from vendors who
understand modern application
architecture, and how to connect
the dots for better context.
© 2013 Forrester Research, Inc. Reproduction Prohibited
55

56.
Data for contextualization comes from a
variety of sources

57.
Context demands new, analytics
driven, capabilities

58.
Key takeaway # 3: You will need to
tap into a variety of data sources for
better contextual experience, but it’s
OK to start slowly.
© 2013 Forrester Research, Inc. Reproduction Prohibited
58

59.
Thank you
David Aponovich
daponovich@forrester.com
@daponovich

60.
Keep Your Eyes on the Prize
Why Context Matters More Than Ever
Bob Canaway
VP Marketing, Ektron
David Aponovich
Sr. Analyst, Forrester

61.
67 percent
of the
buyer’s
journey is
digital

62.
Your visitors are bombarded
by 100’s of digital messages
each day

63.
Sites
visited, 10
Searches
Facebook
conducted, posts, 1.2
5
Texts, 3
0
Personal
email, 5
4
Business
email, 1
01
Your visitors
have one
One
digital
every 5
interaction
minutes
EVERY 5
MINUTES

64.
The only way to
cut through the clutter
is TO CONNECT
with visitors on a personal
level

65.
THE BUYER HAS CHANGED
• Savvy, noise resistant, information
seekers
• Informed, social, & earned vs. bought
 78% start their research with
search
 78% view vendor websites
 4+ pieces of content
 5576 emails ~ Exec 10x

66.
Today, your company probably markets in silos

67.
EVERYONE IS TIRED OF MARKETERS
INTERRUPTING THEIR LIVES.
IT’S TIME TO CHANGE THE WAY YOU
MARKET TO YOUR CUSTOMERS

68.
If Content is King. Context is
Queen.
• Content is King
Together, they rule the fiefdom
of relevant marketing

69.
INBOUND WEBSITE
Social
Attract
Visitors
Blog
Keywords
Convert
Leads
Targeted
CTAs
Landing
Pages
Premium
Content
Close
Customers
MAP + CRM
Integration
Targeted
Content
Social
Networking
Delight
Happy
Customers
Targeted
CTAs
MAP + CRM
Integration
Media
Customer
Service

70.
FOCUS ON THE BUYER’S JOURNEY
Not your process
Content
Marketing
Drives
Engagement

71.
CONTENT TARGETING
Verb – Using data
about your visitors to
provide
relevant, contextual
content to move them
along in the buyer
journey

72.
WAYS TO TARGET CONTENT
Anonymous Visitors
• Geo-location
• Search term
• Industry
• Company
• Device type
Known Visitors
•
•
•
•
•
•
•
•
•
Geolocation
Search terms
Industry
Company
Title
Role
Customer status
Social graph
Behavioral attributes
Personas

73.
78% Increase in Donations Through Their Website

74.
PERSONA
Noun – a
representation of
a segment of
customers

75.
HOW TO GET THERE
Knowledge
of Visitor
Actionable
view of your
customer
Behavioral
Intent

76.
PERSONA MANAGEMENT
Must Have Attributes
•
Is a prospect
•
In the Healthcare
industry
Target content
“Great web experiences
in your patient portal”
webinar
Must Have Attributes
•
Is a customer
•
With X products
•
In Canada
Nice to have
•
Responded to upgrade
campaign
Target content
“Getting the most out of your
CMS” eBook

77.
Poor Visitor Context

78.
BEST VISITOR EXPERIENCE

79.
Use
Contextual
Content
“Tell a story that
resonates!”
-Seth Goden
9x increase in
inbound traffic
in 6 months

80.
The Devices Are Coming
NO! The Devices Are HERE!

81.
CAPITALIZE on
mobile context

82.
Use Responsive Web Design

83.
RWD Benefits
• Google Preferred
• Easy to Update
• Designer Friendly
• Future Proof

84.
300% increase in
mobile leads

85.
Define the
mobile
experience
by easily
setting
breakpoints

86.
Upload 1 image and
automatically resize for
breakpoints
768 px
5 MB
480 px
940 px
1210 px

87.
Boost
context
by swapping
images for
different
device types

88.
Increase
engagement
with content
tailored to
specific
devices

89.
Mobile Context
Silicon
Valley
Bank

90.
ADVICE GOING INTO 2014

91.
CONTENT
TARGETING
CREATE TARGETING RULES
Understand customer
behavior and content
to deliver the right
experience to the right
user at the right time in
the right channel
TARGETED CONTENT
WIDGET
PERSONAS

92.
TEST YOUR
IDEAS
CREATE EXPERIMENTS
PAGE VERSIONS
Maximize site
performance through
automated conversion
rate optimization
PAGE ELEMENTS

93.
Conversion Rate Optimization
■ A|B Testing
■
■
■
■
Test Broader Page Concepts
“Low Hanging Fruit”
Lower Traffic Requirements
Difficult to Control External Factors
■ Multivariate Testing
■ More Learning
■ More Complexity, Planning, Traffic

94.
Which Test Won?
A) Delivered 64% More Applications

95.
CONTENT
OPTIMIZATION
FIND & TRACK YOUR
BEST-PERFORMING
KEYWORDS
Develop content that
resonates with your
audience and is
optimized for your SEO
strategy
EVALUATE INDIVIDUAL
PAGES ON YOUR SITE
9X Increase in Page Views
IDENTIFY WHICH SITES ARE
GIVING YOU LINK LOVE

96.
SEE WHICH CHANNELS DRIVE
YOUR BEST TRAFFIC AND LEADS
WEB AND
MARKETING
ANALYICS
CONVERSIONS: SEE WHICH
EVENTS MOVED THE SALES
PROCESS ALONG
Track all of your
marketing activities
and automatically
generate rich reports
MAKE YOUR PAGES
CONVERT BETTER

97.
INBOUND WEBSITE
SEO / Content
Optimization
Blog Tool
Calls to Action
Landing Pages
Analytics
A/B Testing
Social
Amplification
Content
Context
Relevance
Results
Targeting
Premium
Offers
Faceted Search
Mobile
Multichannel
Personas

98.
“Continuous improvement is better than delayed
perfection”
– Mark Twain

99.
BEST VISITOR EXPERIENCE

100.
DIGITAL EXPERIENCE
MANAGEMENT
PLATFORM
E
C
O
M
MARKETING OPTIMIZATION
BLOGS &
COMMUNITIES
PERSONA
MGMT
CONTENT
TARGETING
MARKETING
AUTOMATION
SOCIAL
PUBLISHING
SEO
MV TESTING
SOCIAL
M
CONTENT MANAGEMENT
E
R
C
E
CRM
ESYNC
CLOUD
MANAGER
EDITING AND
WORKFLO W
MOBILE
SITE CREATION
AND MGMT
VISUAL
PAGE
LAYOUT
SITE SEARCH
WEB ANALYTICS
SHAREPOINT
VIDEO

101.
Bob Canaway
VP of Marketing
Ektron
@bobcanaway
David Aponovich
Sr. Analyst
Forrester
@daponovich